Todd Willing, Ford's head of design, traveled approximately 5,150 km in a Mustang Dark Horse SC prototype, driving from Michigan to California, to experience the vehicle from a customer's perspective. This journey, detailed by him on the company's official blog on Thursday (24), exemplifies the application of the Gemba concept, a Japanese management methodology promoted by Ford CEO Jim Farley.
The term Gemba, which is linked to the Toyota production system, means the place where activities actually occur and, in practice, translates to 'go and see.' The premise is that managers should temporarily abandon reports, digital simulations, and market studies to directly observe the real use of a product.
Willing's final destination was the Laguna Seca track, where he participated in races during Monterey Car Week in August. During the trip, the executive crossed the American Midwest, ascended Independence Pass, a mountain route in Colorado exceeding 3,600 meters in altitude, and passed through locations such as Moab, Death Valley, and Yosemite.
According to his account, the road experience revealed discomforts that would rarely arise in a corporate meeting. Willing mentioned being repeatedly bothered by being behind large vehicles that obstructed the view, and began paying closer attention to the details of the interior finish and the fit of each part. He noted, for example, that the seat material ceased to be just an item reviewed in designs and began to affect his comfort throughout the trip. Upon returning to Michigan, he compiled a list of points to be evaluated.
This sensory perception, such as the fatigue caused by a rigid seat or the sun's reflection in the cabin, is something no computational model can replicate.
The trip also included visits to brand dealerships: two in Colorado and one in Las Vegas, Nevada. One of these stops occurred without prior planning. Willing reported that simply informing them about the presence of the Dark Horse SC caused salespeople, mechanics, and employees from other departments to gather around the car.
The main conclusion drawn was that the enthusiast consumer is not buying mere technical specifications, but rather a certain attitude, an image, and a connection with Ford Racing, which is Ford's competition division. The tested model is the most powerful version of the Mustang below the GTD, equipped with a 5.2L V8 engine with a supercharger, generating 806 hp and 91.3 kgfm, coupled with a seven-speed dual-clutch transmission. At gas stations, curious people approached to ask questions. Willing arrived at Laguna Seca armed with hundreds of photographs, time-lapse videos of the dashboard, and voice recordings.
Finally, the executive advises other employees to adopt Gemba in their routines, without the need to travel across the entire country. He suggests that it is enough to step out of the usual routine to visit a dealership, talk with customers, or observe how people use the company's products.